In order to maximize sales online, an increasing number of luxury brands are taking a bespoke approach, offering personalized services as well as products exclusively sold online. A research presented by Enora Consulting.
Luxury e-commerce now represents 4-6% of the 200 billion euros in sales of luxury goods in the world, according to different estimates compiled by Enora. Almost nonexistent ten years ago, it grew by 25% per year over three or four years and could remain progression of 20% per annum in the coming years.Today, “the number of brands (luxury) with no site is very low” and “brands are positioned more upscale, less use of the Internet is advanced,” says Enora which points to the fact that a third of luxury online sales in France, today, are made with outlet stocks.
Product customization is one of the most widespread approach on e-commerce by many of the major luxury brands: Louis Vuitton offers personalized online of luggage with ”my monogram”,Ralph Lauren offers customization of their shirts (choice of logo, color, adding initials), Boucheron, customizes rings (choice of stones, shapes, quotes by e-mail), Longchamp is selling on-line a range of bespoke bags made of canvas, while Gucci offers customization of leather goods with the initials of the buyer in gold instead of 2G pattern as well as a collection of sneakers exclusively available for online sale on the Ipad. (more…)
The governments of almost two-thirds of the 193 UN-member countries are present on Twitter, while 45 percent of the 264 accounts analyzed are personal accounts of heads of state and government. Out of these just 30 world leaders tweet themselves and very few on a regular basis, revealed the “Twiplomacy” study, which is described by the PR firm Burson-Marsteller as the first-ever global study of world leaders on Twitter. (more…)
The @Burberry account, which now has 1,039,720 followers and rising, has bought the #thanksamillion promoted tweet and is replying to the many congratulations it is receiving today directly.
It is a great idea that is really well executed and they are turning the thank you notes around very quickly. Brand Republic sent its a few minutes later we got this back.
This all underscores the change at Burberry, which ten years ago was a brand in trouble. Today the story is very different. Much of the innovation has come under Christopher Bailey, the brand’s chief creative officer.
Bailey has said that he believes the company is now “as much a media-content company as a design company”. That shows a sharp recognition of what it means to be a modern brand and how success is as much in the places where it exists as its clothes.
This has led to a string of digital innovations. Notable among these has been Burberry’s Tweetwalk which saw it partner
with Twitter to post backstage Twitpics of every look before they were sent down the runway.
This allowed the brand’s Twitter followers to see its runway looks in advance of fashonistas in the front row. A great little innovation.
It also allowed Mike Kus, the most-followed Instagram user in the UK, to take over its Instagram account during the Tweetwalk extending that democratisation of the fashion world a little further.
Mashable revealed 5 stories of brands in social media after they spoke with the online creators of these brands. Take a look, maybe someday you would be some of them.